지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study develops a valid and reliable scale to evaluate customer orientation for clothing salespeople in order to provide a foundation for systematic and empirical research in the apparel industry. The study was conducted in two phases. First, a scale was developed to evaluate the customer orientation of clothing salespeople through a qualitative method. The second phase involved the verification of the validity of the developed evaluation questions through a quantitative method. The subjects of this study were 327 clothing salespeople, and the results were analyzed using AMOS 7.0 and SPSS 15.0. The results were as follows: First, customer orientation questions were elicited from in-depth interviews with fashion sales-people, analyses of fashion magazine articles, and previous studies. From the results, 38 preliminary questions were selected based on categorization, modification, and expert analyses of the content validity. Second, in order to verify the validity of the customer orientation scale that consisted of 24 questions in 7 factors, we performed a verification of the convergent validity through an assessment of the magnitude of standardization factor loading, average variance extracted (AVE), and construct reliability. Discriminant validity was verified using the AVE of each of the two constructs and a comparison of the square of the correlation between the constructs. According to the results, the measured values were above or near the guideline values that demonstrates the validity of the customer orientation scale.
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참고문헌 (33)
참고문헌 신청
2008 / Accumulated know-how based on field experience / Fashion Channel :180~181
Ahn, K. H. / 2010 / Fashion marketing(3rd ed.) / Soohaksa
배병렬 / 2001 / 서비스제공자의 고객지향성이 관계 질 및 재구매의도에 미치는 영향 / 아시아마케팅저널 3(2):21~40
Boles, J. S. / 2001 / An examination of the relationships betweenretail work environments, salesperson selling orientationcustomerorientation and job performance / Journal of MarketingTheory and Practice 9(3):1~13
Brown, T. J. / 2002 / The customer orientation of service workers: Personalitytrait effects on self-and supervisor performanceratings / Journal of Marketing Research 39(1):110~119
Ahn, K. H. / 2010 / Fashion marketing(3rd ed.) / Soohaksa
배병렬 / 2001 / 서비스제공자의 고객지향성이 관계 질 및 재구매의도에 미치는 영향 / 아시아마케팅저널 3(2):21~40
Boles, J. S. / 2001 / An examination of the relationships betweenretail work environments, salesperson selling orientationcustomerorientation and job performance / Journal of MarketingTheory and Practice 9(3):1~13
Brown, T. J. / 2002 / The customer orientation of service workers: Personalitytrait effects on self-and supervisor performanceratings / Journal of Marketing Research 39(1):110~119
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